Analiza namere kupovine električnih bicikala od strane studenata – marketing i finansijske implikacije
The Analysis of Intention to Purchase Electric Bicycles by Students – Marketing and Financial Implications
Apstrakt
Zagađenje vazduha je izazov sa kojim se suočava veliki broj, kako razvijenih, tako i zemalja u razvoju. Njegove posledice su naročito vidljive u urbanim sredinama, gde je i koncentracija automobila najveća. U cilju smanjenja nivoa zagađenosti vazduha, jedan od koraka koji bi trebalo preduzeti, odnosi se na veće korišćenje ekološki-prihvatljivih vidova prevoza, među kojima su i električni bicikli. Rezultati više studija su pokazali da zamena automobila električnim biciklima može imati pozitivne efekte na okruženje i zdravlje ljudi. U skladu sa tim, u radu je istražena namera kupovine električnih bicikala sa fokusom na studentsku populaciju. Ista je analizirana u odnosu na pol i uzrast ispitanika. Dobijena prosečna ocena ukazuje na postojanje relativno izražene namere studenata kada je u pitanju kupovina električnih bicikala; pri tome ona je značajno viša kod ispitanika muškog pola. Takođe, identifikovana je i njena povezanost sa brojem godina studenata. Nakon razmatranja rezultata, prezentovane su odgovarajuće marketing i finansijske implikacije.
Abstract
Air pollution is a challenge faced by a large number of both developed and developing countries. Its consequences are particularly visible in urban areas, where the concentration of cars is the highest. In order to reduce the level of air pollution, one of the steps that should be taken, relates to the greater use of environmentally-friendly modes of transportation, among which are electric bicycles. The results of several studies have shown that substituting cars with electric bicycles can have positive effects on the environment and human health. Accordingly, the paper investigates the intention to purchase electric bicycles with a focus on the student population. It was analyzed in relation to the gender and age of the respondents. The obtained mean value indicates the existence of a relatively high intention of students when it comes to purchasing electric bicycles; hereby it is significantly higher among male respondents. In addition, its association with students’ age was identified. After discussing the results, appropriate marketing and financial implications are presented.
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